7 Reasons Every Marketing Team Should Monitor Brand Mentions
Wait a minute… are you telling me you’re only doing brand monitoring for reputation management?! What is this, 2004? It’s time for an upgrade,…
Tactics
Creating and Promoting Were Never the Same Decision
I’ll admit I’m kind of a thinkboi (gender neutral). I’m often more interested in the philosophies behind marketing — how we pick our campaigns,…
Audience Affinity vs. Traffic: Why High-Affinity Media Belongs in Your Earned Media Strategy
If you’ve been building media lists by zeroing in on the sites with the biggest domain authority and traffic, you’re not alone. For years,…
The Click Is Now Optional. Here’s What Isn’t.
Hold onto your butts. Rand’s got new research and it’s a doozy. With Similarweb’s clickstream panel, Rand found that in the first four months…
Inimitable Product is the New “Make Great Content”
For 25 years, Google told websites to “just make great content,” and they’d sort out the rest. This advice was incomplete, problematic, and reductive,…
How Do You Market to a Double-Sided Marketplace?
At last week’s SparkToro Office Hours, someone asked about how to incorporate audience research into a marketing strategy for a double-sided marketplace. That has…
Audience Research Brief: How We’d Market to Mid-Market RevOps Leaders
But seriously, how does audience research inform your marketing strategy? I often say audience research is the heart of it all. And in a…
Office Hours: How to Write Influence-Driven Marketing Messaging
“Where we’re going, we don’t need… roads.” Slip on your self-lacing Nike Mags, and buckle up in the DeLorean. We’re going back to 2021…
Office Hours: Who Will Amplify This and Why?
There’s an expression about the cobbler’s children not having shoes. We’re kind of like that. We are the cobblers AND the children, and we…
Best Practices Are Meaningless Without Audience Research
There isn’t actually anything “wrong” with best practices. Best practices are general guidelines for what to do in order to ensure a general baseline…